sail-world.com
 
 
News Home Video Gallery Photo Gallery

 

Sail-World.com : Look to London: Celebrities attract the crowds

Look to London: Celebrities attract the crowds

'Model and sportswoman Jodie Kidd officially marked the opening of the 2011 Tullett Prebon London International Boat Show at ExCeL today, Friday 7 January - Tullett Prebon London International Boat Show 2011'    onEdition ©    Click Here to view large photo

In the lead up to the recent Tullett Prebon London International Boat Show, plenty of column centimetres were devoted to the big names who would be on show - stars of the catwalk, TV, soaps, Olympics and extreme sports - all recruited to bring a broader range of people to a boat show.

It's a winning formula. The entertainment was lavish and diverse, crowds were up on last year, exhibitors reported steady, satisfactory sales.

Top model, equestrian and part-time racing driver, Jodie Kidd opened the show with nautical aplomb, dressed fittingly in gorgeous stripey designer garb, cutting the ribbon in front of the new watersports action pool.

x factor star at the London Boat Show -  .. ©  


An X-Factor star belted out a number in front of the latest Sunseeker range and had the fashion media abuzz with her choice of outfit.

Prestige automotive marque, Range Rover launched its latest model, the Evoque, at the show, attracting its well heeled target market to the event, where they could easily be compelled to buy or at least enquire about a new boat. Since the UK doesn't have a major motor show these days, the boat show was seen as the ideal showcase for the new model.

There was a host of water-based attractions from surfing, water skiing, diving and jet skiing to swimwear catwalk shows, deck games, acrobatics and theatrical shows.

Evoque launched by Range Rover at the 2011 London boat show -  .. ©  


Expert advice was on hand from leaders in their field on all aspects of ocean sailing and offshore racing such as Mike Golding, Britain's most successful solo offshore sailor, the power boat racer Shelley Jory-Leigh, Olympic sailor Mark Covell, extreme powerboat adventurer Alan Priddy and sailing master John Goode.

Other key interest areas were covered, including classic vessel restoration, maritime photography and an array of pre-owned sail and power boats.

The newspapers, online media and magazines were well supplied with stories about the show's myriad of facets. To add to the exposure, the featured guest stars Tweeted and Facebooked their experiences, including shots of themselves surrounded by boats.

Jodie Kidd opens London Boat Show -  .. ©  


Locally, celebrity manager and expert in parlaying publicity into business, Max Markson - who represents TV stars, authors, fashion identities, politicians, and those just notorious for being in the headlines via his agency, Markson Sparks - says event organisers need to harness the power of celebrity to get people through the door.

'Celebrities achieve cut-through for brands and events. Boat shows are competing with all forms of entertainment - movies, shows, TV, the internet, football, sports - so they need to get stars onboard to appeal to a broader market.'

Where traditionally it was about getting fishing program hosts and high calibre sailors to show up and sign autographs, Markson says today, boat show organisers need to persuade the entire family to pay the entry fee to come to the boat show venue and enjoy the whole experience.

'It has to be about the sizzle - the 'must attend' event. If the boat show wants families, mum needs to see the boat show as value for money entertainment for the kids.'

Markson cites the example of the best marketer in the world - McDonalds - which has evolved to suit a modern proclivity for healthier eating, trendier decor, playgrounds for the kids, decaf lattes and wi-fi for the upwardly mobile.

'There's something for everybody. Mum and dad will choose McDonalds so they can relax and the kids are happy, entertained and tired out after the experience.'

Then there's the ingenious 'toy with meal' promo - to ensure repeat visitation.

Boat shows' best prospects for a new generation of boat owners and bringing in people outside the 'fraternity' is to attract a broader section of the public every year and let them feel, touch, experience boating and the lifestyle, even if that's a T-shirt or fishing line, a brochure to think about or a book written about the joys of getting out on the water.

'Visitors are drawn to an event by the entertainment - the star, model or performance and the opportunity for them to see them, get a photo with them. Obviously, the more visitors who attend, the more likelihood of sales on the day or in the future.'

Contrary to belief, it's not expensive. People think they will be spending millions to get a TV star for an hour or two, but as Markson explains: 'It's money well spent'.

The value in terms of publicity, appeal and awareness is incalculable.




by Jeni Bone

  

Click on the FB Like link to post this story to your FB wall

http://www.sail-world.com/index.cfm?nid=79030

2:34 AM Tue 11 Jan 2011 GMT






Click here for printer friendly version
Click here to send us feedback or comments about this story.


News - USA and the World

Rolex China Sea Race 2014 - nip and tuck for IRC honours by RHKYC and Guy Nowell, Sail-World Asia, Hong Kong


America's Cup Book Review: Winging It - Oracle Team USA's comeback *Feature by Richard Gladwell Sail-World.com/nz,


























HUD Vision: An interview with Afterguard Marine’s Alex Moret *Feature by David Schmidt, Sail-World USA Editor, Seattle














America's Cup: Expected de Ridder penalty should be reduced *Feature by Richard Gladwell/Sail-World.com/nz, Auckland, NZ
















Congressional Cup - Victory for Taylor Canfield and crew by Rich Roberts (As Amended by ISAF),




2014 Halifax – Saint-Pierre Ocean Race by Patricia Nelder, Nova Scotia




WWA Pro Card Qualifier - Pro Cards earned at Freedom Wake Park
Christmas Caribbean Rally - Top class sailors to compete
Earth Day boater tips
Anna Tunnicliffe - from CrossFit to Extreme 40's
Charleston Race Week - Photos by Chris Howell
Image Gallery: Stratis SL33 flies on the Waitemata
Audi Melges 20- Sperry Topsider Charleston Race Week - Light final day
Clipper Round the World Yacht Race - PSP Logistics prepares for USA
ISAF Sailing World Cup Hyères - Crème of the crop to compete
Congressional Cup: Luna Rossa makes podium in first event
Int 14 World Championships 2015 launch new event website
International Optimist Regatta Clinic and Team Race - Register now!
Congressional Cup: World top rankers finish that way in Long Beach
Sperry Top-Sider Charleston Race Week Day 3 finale
America's Cup: Gino Morrelli outlines the new AC62 design
Doyle Sails New Zealand signs Andrew Brown as One Design Manager
America's Cup: Dean Barker's Blog - A sail with the Duke and Duchess *Feature
29er World Youth Sailing Week Easter regatta - Day 1 and 2 overall
C Thomas Clagett Jr Memorial Clinic/Regatta - Entries start to roll in
50th Congressional Cup: See the delayed coverage and media conferences
Clipper Race 10 Day 27: Closing stages - Qingdao to San Francisco   
Canfield, Williams, Bruni, Swinton in Congressional Cup final four   
Sperry Top-Sider Charleston Race Week - Day 2   
Audi Melges 20 Charleston Race Week - Perfect conditions in Charleston   
Oyster Regatta Antigua - Full on ocean conditions for day 3   
PWA World Tour - A taste of things to come at La Torche + Video   
Women's International Match Racing Series kicks off in June   
Melges 32 Audi Tron Sailing Series - Action shots by Max Ranchi   
Clipper Round the World Yacht Race - Frustrating conditions   
Man rescued after falling overboard in Pacific taken to hospital   
Sperry Top-Sider Charleston Race Week 2014 - Youth leading Melges 20   
Congressional Cup - Canfield leads toward Congressional Cup sailoffs   
Sperry Top-Sider Charleston Race Week 2014 - Perfection for Day 1   
America's Cup: Coutts claims ISAF Jury on a crusade, backs Kiwi report *Feature   
Clipper Round the World Yacht Race - Will light winds hamper progress?   
Les Voiles de St. Barth - Preparing to rock Saint Barthélemy waters   
Clipper Round the World Race - OneDLL and Qingdao now in San Francisco   
America's Cup: Emirates Team NZ up against funding hurdle for year *Feature   
Melges 32 Sailing Series Napoli - Day 1 images by Stefano Gattini   
50th Congressional Cup: View the Live racing here   


For this week's complete news stories select    Last 7 Days
   Search All News
For last month's complete news stories select    Last 30 Days
   Archive News







Sail-World.com  


















Switch Default Region to:

Social Media

Asia

Australia

Canada

Europe

New Zealand

United Kingdom


http://www.sail-world.com/event_images/image/Twitter_logo_small.png http://www.sail-world.com/event_images/image/FaceBook-icon.png  http://www.sail-world.com/event_images/image/RSS-Icon.png

United States

Cruising Northern

Cruising Southern

MarineBusiness World

PowerBoat World

FishingBoating World

 

Contact

Commercial

News

Search

Contact Us

Advertisers Information

Submit news/events

Search Stories/Text

Feedback

Advertisers Directory

Newsletter Archive

Photo Gallery

 

Banner Advertising Details

Newsletter Subscribe

Video Gallery

Policies

 

 

 

Privacy Policy

 

 


Cookie Policy

 

 



This site and its contents are © Copyright TetraMedia and/or the original author, photographer etc. All Rights Reserved.  Photographs are copyright by law.  If you wish to use or buy a photograph contact the photographer directly.
X6XL NEW US